Slack
A social media campaign proposal for the workplace messaging company.
Dates: May-June 2024
Scope: Social Media Campaign (Proposal)
I’m a big fan of Slack, so I made a social media campaign proposal geared straight at them.
I thought that I’d practice my social media skills by developing a social media campaign for Slack that would highlight how unique it actually is. It’s not enough for brands to just simply be on social media. Brands need to have a strategy for their social media presence.
For this campaign, I made a written report, as well as a presentation covering all of the important details. Although I only made this campaign as a project, I’m confident that if it was actually used, that Slack would see an increase in engagement and conversions.
Audit
Just like any campaign, everything starts with research. In conducting an audit of all of the brand’s current platforms, I calculated the averages of likes, comments, and followers, and also analyzed the effectiveness of their current content. After compiling all the evidence, I discovered that Slack posts the same type of content across all their platforms, which is a missed opportunity to effectively communicate on a platform-specific basis. I also found out that Slack is extremely effective on LinkedIn, having accumulated a solid following of 2 million users.
Audience
Our target audience includes employees at small to medium-sized businesses between the ages of 25-45. Although employees of all ages use Slack, the platform is mostly used in small and medium sized businesses, with many being startups. Millennials are more likely to be leaders in these businesses, and would be the person purchasing Slack for the office.
During the audit, I found that Slack did not have much of a community on their social media platforms – except for LinkedIn, which isn’t very surprising since they’re a B2B product. So I created my campaign to be a response to that, with the main goal being to boost Slack’s engagement, and eventually lead them to higher conversions.
After identifying the audience, I created personas for 4 individuals, outlining their background, demographics, interested, social media use, favorite influencers, and buying triggers.
Goals & Objectives
After completing an audit and determining the target audience for the campaign, I then established the main goal as well as three objectives. The goal of this campaign is to grow Slack’s community engagement in order to increase conversions and leads.
Along with crafting a goal, I also outlined the messaging that would be used throughout the campaign to reinforce Slack’s unique selling proposition. Platforms were then selected for the campaign based on their match with the target audience and Slack’s current engagement (or lack thereof) on different channels.
Content creation
For this campaign, I also developed a month-long content calendar. Backed by current posting frequency recommendations by Hootsuite, the campaign would see a post on TikTok and Facebook every day, with Instagram and LinkedIn seeing 3-4 posts a week. YouTube – a must have for any brand playing the long game – is also a part of this campaign with the introduction of a new Wednesday Weekly long-form series. A strong emphasis is places on creating platform-specific content, and this is reflected in the calendar.
Aside from the calendar, a social media policy was drafted in order to maintain professionalism, ethics, and consistency.
Influencer Marketing
In line with the goal of the campaign, 5 potential influencers were identified as possible collaborators within the productivity space.
Proposal
A professionally proposal outlining the strategy, from research/audit to content creation to campaign evaluation, was then designed as a ready-for-print PDF document.
